With a deeply rooted, British Heritage, Accurist is a brand that spans generations, whilst remaining true to its original quality. They are a watch company that effortlessly combines heritage, style, and modernity within all of their timepieces.

Eleven Miles has been working closely with the Accurist team to develop meaningful messaging and impactful creative for their latest campaign and brand uplift. Accurist is making moves to position itself as an inclusive and accessible brand, communicating that everyone should be able to have access to a luxury timepiece. They need to show that a premium and quality product can still be offered at an affordable price point.

“Quintessentially British, for 75 years, Accurist has been crafting beautifully designed and innovative watches. Our stringent quality standards represent exceptional value for money and withstand the test of time. A new creative platform, consistently delivered and supported by a wealth of world-class watch designs and innovations, will see Accurist resume its historic place at the forefront of British watchmaking.”

A new campaign line was derived from rounds of brand interrogation and strategic planning, ahead of in-depth creative development. Accurist stands against the pretence and over-engineering of its competitors, crafting world-class, luxury watches, and finally bringing the affordable piece to the market. For Accurist, “It’s About Time”.

Ensuring nothing but quality is conveyed

Following a three-day campaign shoot, Eleven Miles created a toolkit of assets to deliver the new messaging across Accurist’s owned and retail channels. This stretched from digital and social media through to in-store and printed formats.

In addition to the campaign deliverables, a full brand guideline document was also created by Eleven Miles to advise Accurist’s wider marketing and communications moving forwards. The document covers details on the developed look, feel, and tone of voice which is portrayed as accommodating yet professional.

The campaign is now live online and in-stores, across both owned Accurist, and retail channels nationwide, receiving extremely positive feedback. As a result, we are delighted to be expanding the It's About Time campaign with Accurist throughout 2023. More on this coming soon.